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Abstract
The primary purpose of this bachelor’s thesis is to identify and understand organisational management challenges in digital media startups. The Growing Pains approach established by Flamholtz is used as foundational framework. The model provides thorough insights on analysing organisational management problems during rapid growth. Hence, this study aims at examining the applicability of the Growing Pains to digital media startups.
In general, Growing Pains are symptoms indicating that an organisation's infrastructure is developed insufficiently to face challenges in growth phases. Therefore, they commonly occur when a company is transitioning from startup to established corporation. The first part of the paper gives an overview of the current research status on Growing Pains and related studies about digital media startups. Besides, an empirical study was conducted. Six interviews (one manager and one employee each from three digital media startups) were compared with a qualitative content analysis to determine common organisational challenges. In addition, every interviewee responded to a 5-point Likert scale Growing Pains survey.
This hybrid method establishes seven areas in which organisational management problems occur: human resources, project management, communication, management monitoring, finance, business development and corporate culture. It is found that most issues arise in human resources, project management and communication. Throughout the thesis, it remains uncontested that these issues are related to the integration and effectiveness of management controls systems. Furthermore, a relevant disparity between employees’ and managements' responses is illustrated, implying an aggravation of organisational issues.
In conclusion, the results suggested that the original Growing Pains target areas are that inaccurate and do not fully represent the organisational management issues in digital media startups. Therefore, a Growing Pains modification for better applicability on digital media startups is proposed, which considers the suitable distribution of each problematic area. Respectively, it is suggested that the management of fast growing digital media startups is well advised to focus on functioning knowledge management and management monitoring as well as employee turnover and leadership recruitment.
The symposium touched upon the questions on the future of higher education that are even more frequently coming up today in this peculiar period of pandemic stress. What is a necessary and immediate answer to COVID-19 and what goes beyond? Which developments are accelerated, which are delayed by the pandemic, and which may even change direction?
To tackle these questions, the symposium was split into three sessions, each taking a different view on the future of higher education and hence covering drivers and effects of longer-term change with respect to teaching, via the institutions concerned with higher education to entire education systems. In each of the sessions (1) “Future Skills & Adequate Didactics“, (2) “New Entrants' & Incumbents' Roles“, and (3) “National Systems & Globalization“, experts from employers, educators, education service providers, and education management came together, moderated by the hosts, and discussed the complementary topics in an international perspective.
On December 9, 2020, we continued the discussion on the future of higher education during the virtual open symposium “Higher Education 2030”. The focus was on drivers and effects of longer-term change with respect to (1) teaching and didactics, (2) institutions in the higher education value creation network as well as (3) national education systems and international schemes (including the interrelations of these three levels).
In the resulting publication, we highlight the results of this discussion of distinguished guests from industry and academia from Europe and beyond. One of the key questions for incumbent as well as new institutions in higher education – whether private or public – is, how to prepare for the dynamically evolving times ahead. The symposium concluded that managing higher education cannot continue unchanged.
Therefore, we embarked next on the topic of “From Future Skills in Higher Education to the Future Skills of Higher Education Managers.” For an initial workshop on May 14, 2021, we reached out to experts from different world regions as well as higher education providers.
The aim was to outline the challenges and the necessary competencies as well as the knowledge and methodologies needed to succeed in the changing context of higher education. The results will address an urgent and important need of preparing for a future – even more uncertain in these times of the COVID-19 pandemic, that was also touched upon as a driver itself and an accelerator to other trends respectively.
Based on the ideas collected in the workshop, the initiative “Higher Education 2030” shall continue working on further publications. In addition, it shall also inform the preparation of master level certificates that eventually lead to an International Higher Education MBA.
“Higher education” will henceforth also be abbreviated as “HE”.
This first study on international and German social media celebrities as brand influencer addresses the following questions:
How relevant is their audience with regards to
traditional media? How do they orchestrate their content across the different platforms? What attracts millions of subscribers to generate downloads of their content in the order of billions? And how do they deal with the multitude of advertising messages included therein?
Die vorliegende Masterarbeit befasst sich mit dem Einfluss von mobilen Augmented Reality (AR) Anwendungen auf das Markenerlebnis von Modemarken. Hierbei soll heraus-gefunden werden, wie dieses durch die tatsächliche Nutzung einer AR App beeinflusst wird. Als Grundlage hierfür wurden verschiedene Dimensionen eines Markenerlebnisses herausgearbeitet, von denen erwartet wird, dass sie einen Einfluss auf das Erlebnis der Marke von Kunden haben. Zusätzlich gilt es zu untersuchen, ob ein positives Markenerlebnis, welches durch mobile AR hervorgerufen wurde, Einfluss auf die Kaufabsicht so-wie die Markenverbundenheit von Kunden hat.
Ziel dieser Arbeit ist es, die zuvor beschriebene Fragestellung mit Hilfe einer experimentellen Versuchsanordnung zu testen. Für diese Untersuchung wurde eine Online-Befragung mit insgesamt 181 Teilnehmern, aufgeteilt in eine Experimentalgruppe (mit AR) sowie eine Kontrollgruppe (ohne AR), durchgeführt. Die empirische Studie konnte signifikante Unterschiede zwischen den beiden Stichproben hinsichtlich des Markenerlebnisses aufweisen. Die Versuchspersonen unter Verwendung der AR App zeigten ein positiveres Markenerlebnis. Eine weitere wichtige Implikation dieser Masterarbeit stellt der gefundene positive Zusammenhang zwischen dem durch die mobile AR App stimuliert Markenerlebnis auf die Kaufabsicht und die Markenverbundenheit der Konsumenten dar.
The purpose of this Bachelor's thesis is to investigate whether or not the potential success of fantasy novels can be scientifically predetermined. In order to validate this hypothesis general literature research about the book market is done. This provides key insights about the definitions of success and the qualities of a good book. Furthermore, personal empirical research is conducted in an attempt to verify the hypothesis. Expert interviews with established publishers lead to understandings about the publishing industry and its possibilities and limitations. An additional survey among readers provides supplementary insights about the consumers point of view.
After extensive literature and exhaustive empirical research, the hypothesis has to be rejected. The findings indicate the possibility of anticipating the potential success of a newly published fantasy novel. They are unable, however, to provide a scientifically reproducible method in order to predetermine the potential success.
The thesis concludes with a provocative, philosophical thought. This thought questions the value of standardising an un-unifiable factor, such as creativity, for economic purposes. This value is being compared to the value of non-conformity, which is considered to be the essence of all creative goods. Therefore the potential sacrifice of creative value stands opposed to the common desire for economical exploitation.
Generation Y is not only a very popular target group among commercial marketers but also for non-governmental organisations as they try to develop a relationship at an early stage. This thesis examines the extent to which non-governmental communication fits Generation Y's demand. For this purpose, the Welthungerhilfe is chosen as an exemplary non-governmental organisation based upon which to conduct the analysis. A secondary literature review as well as an online survey among Generation Y members are conducted to verify or reject the hypothesis that the Welthungerhilfe needs to adapt their communication strategy and measures to fit Generation Y's needs.
Based upon the existing research status of Generation Y's media consumption as well as studies stating how non-governmental organisations should approach this generation, a narrowing towards the Welthungerhilfe's three most relevant communication categories is applied, namely advertising, social media activities and events. The con-ducted analysis of the Welthungerhilfe's communication as well as a competitor analysis concludes that the Welthungerhilfe as well as the seven main competitors are already present in media environments where Generation Y is active. Nevertheless, the survey shows that the actual Welthungerhilfe communication measurements are only poorly to moderately appealing to Generation Y. Besides, the findings from the analysis based upon secondary sources as well as the survey are finally assessed according to the public relations theory developed by Grunig and Hunt in 1984. By applying this theory it becomes clear that the Welthungerhilfe communication does not comply with what Generation Y demands.
Therefore, it is concluded in this thesis that despite the good basis, the hypothesis stating that the Welthungerhilfe needs to adapt their communication to fit Generation Y's needs is verified.